NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH TA THI LAN ANH FACTORS AFFECTING THE EFFECTIVENESS OF CONTENT MARKETING SERVICES PROVIDED BY VIETNAM YELLOW PAGES SERVICES JOINT STOCK COMPANY NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH TA THI LAN ANH FACTORS AFFECTING THE EFFECTIVENESS OF CONTENT MARKETING SERVICES PROVIDED BY VIETNAM YELLOW PAGES SERVICES JOINT STOCK COMPANY Supervisor: Tran Thi Thu Giang, M. Ta Thị Lan Anh — 11190513 — Business English 61B ACKNOWLEDGEMENT Thanks to the wholehearted support from many individuals and organizations, I was able to complete my thesis. During my time studying at National Economics University, I have received a lot of assistance from many teachers and friends. I would like to express my gratefulness to Faculty of Foreign Languages and all the teachers that have enthusiastically taught me for more than three years.
I would like express my gratitude to my thesis advisor, M. Tran Thi Thu Giang, for all her conscientious support during my research writing process. She was actively guided and assisted me. She was always willing to direct and give me helpful advice whenever I needed.
Moreover, I would like to thank Ms. Tran Tuyet Mai, the Manager of International Department at Vietnam Yellow Pages Services JSC, who helped me a lot not only in my internship at the company, but also in my thesis. She allowed to have the opportunities to applied learnt knowledge to the real situations, provided me with all the essential information and helped me to communicate with customers to collect data to my research. Besides, I am grateful to all the staff at Vietnam Yellow Pages, for their enthusiastic support during my working time.
Ta Thị Lan Anh — 11190513 — Business English 61B EXECUTIVE SUMMARY The objective of this study is to analyze the factors affecting the effectiveness of content marketing services provided by Vietnam Yellow Pages Services Joint Stock Company. Some prior literature was analyzed to emphasize the crucial issues in this thesis. In which, four main factors were focused on, including cultural background of customers, context marketing, characteristics of content and content marketing production and management. The data was collected via questionnaire, with the participation of 150 current customers of Vietnam Yellow Pages.
Data gathered then analyzed using SPSS version 20. Results presents that content marketing production and management had the highest level of influence, while the lowest one was the cultural background of customers. The level of influence also points out the performance of Vietnam Yellow Pages with this factor. All the results were discussed to propose several recommendations to improve the content marketing services’ effectiveness at Vietnam Yellow Pages Services JSC.
1 Ta Thị Lan Anh — 11190513 — Business English 61B TABLE OF CONTENTS ACKNOWLEDGEMENTT,.00000000008009 18090900 i EXECUTIVE SUMMA ]RYY. 0 0000 0000800096006 ii TABLE OF CONNTTIEÌN TỀS. 5-5-5 5< sọ HH HH. 0000 0080000900086 iii LIST OF EIGUREES.
000 004008900000080 05009000 v LIST OF TABLES .000 00000000000008 6 vỉ LIST OF ABBREEVIA THON. HH GỌI HH 0 Research Oj€CẨÏVS. Research qu€SẨÏOIIS. Research objects and SCOD.
Research Oj€CS. Research metho(ÌOÌOBy.0010009 009 009 08 4 CHAPTER 1: INTRODUCTION OF THE VIETNAM YELLOW PAGES SERVICES JOINT STOCK COMPANY. History of the COMPANY úả. General information of the company.
Characteristics of Vietnam Yellow Pages’ DuSỈTSS.o- << 5< sse< se sessses 9 1. Business 0Ùj©€CfÏV€S. Subjects in Vietnam Yellow P@EGS. Advertising activities for businesses on Vietnam Yellow Pages .--<«-« 10 CHAPTER 2: THEORETICAL ERAMEWORK.
Definition of content Marketing 866. The nature of content HIAT€ẨÏHIEP. Significance of content marketing in B2B CONGEXE. Purposes of content Marketing.
Sàn vn HH TH HH HH ràng 15 2. Ways of content Marketing .- ng HH TH 16 Ta Thị Lan Anh — 11190513 — Business English 61B 2. Dimensions of content IHAT€ẨHHE. nh HH HH TT HT HH tràn 17 VU, 1.
The paradigms and key components of content marketing .-scs‹ccs«cssxs<c> 18 2. Factors affecting content marketing activities. Cultural background of CUStOMETS. vn HT ng ng ng ng, 20 2.
Context Marketing an ốốốố. Content marketing production and HIGHQĐ©HHCHHỂ. Research ẨT22ITICWOTFĂK.000006006868 886 24 CHAPTER 3: RESEARCH METHODOLUOYY. Data collecting procedures.
Data analyzing Procedures. T0 0000000001000 0000006000000808 800 27 CHAPTER 4: FINDINGS AND DISCUSSION. << 5< SH nhnHHnhn nunungmsee29 4. Current business relation with Vietnam Yellow Pages.
Time of using services provided by Vietnam Yellow PAQeS. Customer’s experience when using Vietnam Yellow Pages. Factors affecting the effectiveness of content marketing services from Vietnam Yellow Pages. Characteristics Of the COHHẾ€HHÍ.
Content marketing production and MANAgeMENt ú.<-<<<<<< 41 CHAPTER 5: RECOMMENDA TIONS.o- (5 HH HH HH HH 01006000042 5. Recommendations for Cultural background Ẩ4aCOTF. Recommendation for Context marketing factor. Recommendations for Characteristics of content ẨaCfOTF.csscsssssssssssssssccscssccsescsscsccssssccsecssccsesssscssssescscssesssscscssscsessssssessscsscssessssssessecsoes Viii APPENDIX 1.sccscssssssscscsscscsssssscssescesesessescscssessessssssessssssssessssssessossssssssesssessossesssessesssessessossssssosenesses iv Ta Thị Lan Anh — 11190513 — Business English 61B LIST OF FIGURES Figure 1.
Vietnam Yellow Pages Services Joint Stock Company’s organizational SUTUCIUTE oo. nnn enn Eee EE dd. Proposed research theoretical framework. The locations ofparticipants’ company.
The target markets ofparticipants’ company. Time of using services from Vietnam Yellow Pages. Customers’ usually encountered content marketing formats. Customers’ often used research tools.
32 Ta Thị Lan Anh — 11190513 — Business English 61B LIST OF TABLES Table 4. Customer’s tried services when using Vietnam Yellow Pages. Mean score for Customers’ experience. Mean scores for Cultural background factor.
Test of Homogeneity of Variances. c ccc cece cece cence eee ne nee e ee eens ne ne en enenenenaes 35 Table 4. Mean scores for Context marketing factor. Mean scores for Characteristics of content factor.
Mean scores for Content production and management factor. Mean scores for Overall factors «1. ccc ccc cece cence cence ne ee ene enes 41 vi Ta Thị Lan Anh — 11190513 — Business English 61B LIST OF ABBREVIATION JSC: Joint Stock Company FDI: Foreign Direct Investment B2B: Business to Bussiness SPSS: Statistical Package for Social Sciences VYP: Vietnam Yellow Pages vii Ta Thị Lan Anh — 11190513 — Business English 61B INTRODUCTION 1. Rationale In today’s time, doing business is getting increasingly competitive, as just in September 2022, Vietnam had 11,466 newly founded companies, according to the National Business Registration Portal.
Under this condition, the role of marketing is even more crucial in making a business closer to customers. Kotler (2013) said that even having the perfect products or services at the reasonable pricing will not guarantee success if not enough buyers are aware of them. Moreover, he also claimed that there was one common trait in the companies which succeed nowadays — they were all intensely client focused and substantially invested in marketing activities. Customers are considered as the foundation for all marketing initiatives (Rahimnia & Hassanzadeh, 2013).
Because customers and value have a close-knit relationship, successful entrepreneurs understand that if they take enough care of their customers, it is more likely to increase their market shares and profit growth. Communication has always been a key factor in human progress. The rapid growth of technological advancement opens new chances for companies as it creates new ways for customers to approach items, services or the companies. The rise and growth in technological advancement have also opened new opportunities for companies.
Technological progress has undoubtedly changed the behavior and habit of consumers, as sharing information online is an inevitable aspect of consumers’ lives, as according to Statista, in July, 2022, there were over five billion Internet users, accounting for more than 63% of global population. In every part of the world, people share news, social networking posts and videos to their family and friends, which leads to significant impact on both customers and business (Vinerean, 2017). People can easily connect in the digital world through their laptops, computers or smartphones. The popularity of digital technology and the spread of the Internet have led to radical changes in how businesses interact with their stakeholders and communicate with one another.
As a result, companies compete with one another not just via the products or services they supply but also through what they issue, it is better for them to provide consumers with unique, fascinating and educational materials (Chan & Astari, 2017). Under this modern, content is the key in creating awareness and generating quality leads which maintains healthy sales promotion. Customers are being less Ta Thị Lan Anh — 11190513 — Business English 61B likely to be influenced by the presented content, and they now need reliable and helpful information to help them in the process of making decisions. According to Hipwell & Reeves (2013), because clients are getting more sophisticated and knowledgeable, they are aware of their rights to decide what information they should obtain and whether it should be trusted.
According to Arokia, Shruti and Asmita (2018), thanks to the Internet, the globe has been transformed into a village, every new or current item or service may reach consumers in an easy way because of the greater connection and increased data consumption. Therefore, it seems to be vital for a website to appear at the top of search engines result pages, such as Google, Bing. Besides the Marketing Department inside enterprises, marketing agencies like Vietnam Yellow Pages Services Joint Stock Company with a team of professional and skilled content writers, editorials, etc. are getting more popular as a tool to promote brand images and help companies to connect with customers easily.
Content marketing has been a topic for researchers and marketers to work on. There are some studies on content marketing elements, history, application, and its influence on search advertisement, brand and online customer engagement. However, the current situation of content marketing, factors affecting its processes in specific agencies in Vietnam have not been dug deeply. Therefore, the subject “Factors affecting the effectiveness of content marketing services provided by Vietnam Yellow Pages Services Joint Stock Company” has been chosen to fulfill this gap.
Research objectives The study is aimed at the factors affecting the content marketing services provided by Vietnam Yellow Pages Services Joint Stock Company in Hanoi. Therefore, the research focuses on following three objectives: The first goal of the research is to review the current situation of content marketing services provided by Vietnam Yellow Pages. Secondly, the study is aimed to analyze the factors affecting the effectiveness of the content marketing services and the performance of Vietnam Yellow Pages in compatibility with each factor. Ta Thị Lan Anh — 11190513 — Business English 61B Last but not least, the research is hoped to recommend some suggestions to improve content marketing activities at Vietnam Yellow Pages.
Research questions To achieve the research purposes, the study focuses on finding the answer to the following three research questions: Firstly, how are the content marketing activities currently running at Vietnam Yellow Pages? Secondly, what are the factors affecting the effectiveness of content marketing in Vietnam Yellow Pages and how effectively Vietnam Yellow Pages performed with these factors? Thirdly, which measures can be taken to enhance the quality of content marketing activities at Vietnam Yellow Pages? 4, Research objects and scope 4. Research objects This study focuses on analyzing the factors affecting the effectiveness of content marketing services at Vietnam Yellow Pages Service Joint Stock Company 4. Research scope Geographical scope: Vietnam Yellow Pages Services Joint Stock Company Time scope: Data collected from the responses of the survey conducted among the current customers of Yellow Pages Vietnam Joint Stock Company in Hanoi in 2022 Content scope: The content of this research includes information about content marketing in general and at Vietnam Yellow Pages Services Joint Stock Company in particular to make investigation, analysis and give some recommendations. Research methodology Ta Thị Lan Anh — 11190513 — Business English 61B In order to review the current situation, the factors affecting content marketing services provided by Vietnam Yellow Pages Services JSC, qualitative and quantitative methods are being applied.